There’s the result your people think of as lofty, as in, “that might be nice,” and then there’s the result your people actually want.

…

In writing my book, I think “writing a bestseller” might be nice, but the result I actually want is “to write a useful book people are delighted to read.”

Writing a bestseller, isn’t what I’m trying to do.

…

If I was looking for an editor, I would look right past the one who offers to “help me write a bestseller.”

I would look for the editor who has helped others write useful books I have been delighted to read.

(If it sells-best, bonus.)

…

It can be tempting to get lofty with others’ wants, in an attempt to bring in business.

But if your buyer’s head isn’t (yet) in that lofty space, they may look right past you as an option.

They’ll look for someone who’s selling something they can actually believe is possible for them to achieve, and is what they actually want.

…

Do your buyers want to:

“Master their wealth.”

“Build their dream lifestyle.”

“Be a money goddess.”

Or do they want to:

“Connect the dots between their business money and personal money.”

“Stop wondering if they’re making good money decisions.”

“Know the money side of things is handled.”

…

Only you can know your buyers, and what they want.

Watch for the temptation to sound lofty, simply for the sake of sounding lofty.

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